How Dynamic Structured Snippets are Changing the Way AdWords Work

Itamar Gero| 2mins read

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Last March 6, Google introduced the Dynamic Structured Snippets as an AdWords extension. This new feature provides automated displays of industry-specific, structured information about products and services.

As Google explained, this extension serves to fuel user experience and provide customers a clear idea of what to expect before clicking on an ad. It has been more than a month when this change took effect. Take a look at the contributions of this automated extension:

Providing Relevance

With this automated extension, your adv s may feature additional information like categories that reflect the existing content of your site. This strengthens the ad content with relevant information. The more information you provide, the more likely your ad will stand out, which eventually increases your ad’s CTR.

No Additional Effort Needed

While some of your ads may appear differently with this automated extension, you don’t need to apply any changes to your current ad structure. No specific changes to the landing page HTML or links are necessary. The Dynamic Structured Snippets feature is free and included in the AdWords platform — ad costs will remain the same. While some of your ads may appear differently with this automated extension, you don’t need to apply any changes to your current ad structure. No specific changes to the landing page HTML or links are necessary. The Dynamic Structured Snippets feature is free and included in the AdWords platform — ad costs will remain the same.

Combining with Other Ad Extensions

You can use this ad extension with others, such as star ratings or reviews. This will not hinder the functions of the other extensions, though. If your other ad extensions are performing better than the automated snippets, Google will display those instead.

Improving Ad Rank and Performance

The Dynamic Structured Snippets are a factor in ad rank and performance. Google takes into account the relevance and prominence of the extensions on the SERPs. If two ads have the same bid and quality, the one with the greater positive impact from extensions is likely to land a higher position.

Reporting comes easy with this extension. The performance data is available in the Ad Extensions tab of the AdWords account. You can also view the metrics in your search ad performance reports.

Gearing for the Changes

This quarter is all about changes — the automated extension and mobile update are setting the pace for the digital landscape. Search marketers are making predictions out of these changes, whether we’ll see more automated content in paid search or the replacement of other extensions. The question is “Are you ready for these changes?”

Google continues to implement what it deems as the most relevant and valuable. While the Dynamic Structured Snippets might not have a big impact as the recent mobile update did, it’s still a change that we need to accommodate.

What do you think about this new development in paid search? Share your thoughts with us.

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